Are you planning on exhibiting in a trade show this year? Whether it is a large show such as the IMT or a smaller venue like the Great Manufacturing Get Together, you will probably make sure you get the
“right” space, factor everything into the budget, spit-polish your exhibit , prepare your handouts, and handle all the other logistics. Now, all you have to do is wait until it is time to go, right?
Wrong! In many companies, the activities listed above represent the extent of their preparation for a successful trade exhibit show. Well, this is probably good enough for other companies. You, on the other hand, want your company to be out in front of the competition so you can get a good return on your investment in these valuable marketing dollars.
For a maximum return on your investment in trade shows you must begin thinking about the trade show in terms of three integrated activities. These activities can be divided into “pre-show,” “at-show,” and “post-show.” Let’s start with the “pre-show.” If you haven’t done so already, identify a compelling reason for being there – new product, new technology, recent industry award, etc. Determine your expectations for this show and what metrics you will use to measure your return on your investment. For example, how many new leads do you expect to generate leading to how much more in new business? Or, how many current customers do you expect to purchase how much in current or new products?
Be sure and communicate with customers prior to the show to find out who is attending. For example, have your salespeople, account managers, customer service, and even accounting personnel ask, “Are you attending the Great Manufacturing Get Together?” If you haven’t done so already, rank your customers based on relevant criterion such as annual revenue, product (s) purchased, loyalty, profitability, etc.
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